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Forms and Techniques in Advertising Sports and Entertainment Marketing
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Think About It!! 2 What is the difference between mass advertising and target advertising?
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Objectives of Advertising Build brand awareness Increase awareness of product/service Increase sales/attendance Enhance company image 3
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Types of Media 4 Print Media Online Media Broadcast Media
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Broadcast Media Advertising using television and radio 5
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Broadcast Media 6
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Print Media Advertising that is written for the market to read and interpret 8
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Print Media 9
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Print Media 11
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Online Advertising Quickly becoming the most popular form of media Reaches consumers through mediums such as social networking sites, email, pop up advertisements, and videos 12
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Online Media 13
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How do you know if it worked? Did the advertisement increase awareness, attendance or sales? How can a business get feedback? Social media Customer surveys Press coverage 14
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Pop-Quiz: Let’s See What You Know 15 1.Identify the four types of media. 2.What advertising media is growing more rapidly than others? Why? 3.Which specific media has the most waste? 4.Which type of media is best for product demonstration?
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Elements of a Print Ad Headline Copy Illustration Signature 16
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Headline The saying that gets the readers attention Usually the largest font Contain 7 words or less 80% of readers ONLY read the headline 17
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Headline Often uses catchy techniques to attract customers Alliteration: Repeating initial consonant sounds Paradox: A seeming contradiction that could be true Rhyme: “The Quicker Picker-Upper!” Pun: A humorous use of a word that suggests two or more of its meanings Play on Words: “For Soft Babies and Baby Soft Hands” 18
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Copy The selling message or “fine print” Clarifies and expands on the Headline Should be simple and direct 19
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Types of Copy Features – physical characteristic Benefits – advantage the feature offers Claims – saying your product does something w/o factual proof Comparisons – between product with competitors product Uses – recipes, ways to utilize the product Testimonials – third party sharing positive experience Endorsements – paid celebrity or company recommendation Action – asks customer to act immediately 20
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Illustration The picture that attracts the customers attention Photograph, drawing, graph or chart Should project an appropriate image for the product 21
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Signature/Identification Distinctive identification for a business Name, logo, slogan Contact information Web address, phone number, street address 22
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Sample Print Advertisement 23 Identification Copy Headline Illustration
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Sample Print Advertisement 24 Copy Headline Identification Illustration
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